Goodyear brand is undisputed leader; dealers profit from strong recognition. (tires)

More than just a boastful slogan, "Goodyear, #1 in tires" has become an undisputed fact, and industry research shows this can lead to even higher sales and profits for Goodyear dealers. In a recent survey, 54 percent of consumers said they are more likely to buy Goodyear tires than another brand just because they know Goodyear is No. 1. "Nobody can match the advantage our dealers have simply because of the big blue Goodyear sign they have out front," said Al Eastwood, vice president of marketing.

In fact, more consumers say they intend to buy Goodyear tires than at any time in the company's history. Since 1992, the number saying this has increased 23 percent. Goodyear leads the industry in this measure.

The researchers, however, didn't stop there. They wanted to know why so many people want Goodyear tires. To find out, consumers were asked questions such as: "What tire gives you good value for the money?" "Who makes safe and dependable tires?" and "What tire brand has superior …